Politically Charged: What Is the Effect of a Brand Taking a Decisive Political Stance?

Beyond expressing their sentiment, consumers often vow to take action following brands’ announcements of a political stance. Four studies document the effect of taking a political stance on consumer attitude toward a business, and willingness to sacrifice monetary value. Attitude was mediated by perceived extremeness of a stance and willingness to sacrifice value was moderated by the extent of the sacrifice.


Christopher Hydock and Anne Wilson (2014) ,"Politically Charged: What Is the Effect of a Brand Taking a Decisive Political Stance?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 787-787.


Christopher Hydock, Georgetown University, USA
Anne Wilson, Georgetown University, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes

Iris van Ooijen, University of Twente

Read More


The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More


Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.